Experience & Engagement
Commerce
Promotions
EXPERIENCE & ENGAGEMENT - Commerce (Promotions)
JPG
MP4
2m:06s
SILK STORY OF US
Brand: Cadbury Silk
Client: Mondelez India
Entrant: Ogilvy India
Blue Elephant
| Entry Title: | SILK STORY OF US |
|---|---|
| Brand: | Cadbury Silk |
| Client: | Mondelez India |
| Entrant Company: | Ogilvy India |
| Description: | Valentine’s Day used to be a day about love. For the youth today, it has become a day about the anxiety of gifting something exotic and expensive. Social media has fuelled this pressure. To take away this anxiety, Cadbury Silk, a chocolate for young love, created the most precious gift ever. A gift that converts couples’ love memories into Disney movies created by video AI. We invited young couples to share their special moments. Next, we got on board Bollywood’s biggest romantic film director and created a proprietary text-to-image-to-animation Gen AI tool that converted these moments into beautiful AI films. The most heartfelt and special gift couples could share with one another. To take it further, we gave couples the once-in-a-lifetime experience of having their love movies become Disney movies by releasing them on Disney OTT. The campaign saw millions of couples create their own ‘Story Of Us’ 5,25,000 stories created, 1094+ per hour. Impressions 3.5 billion Reach 199 million. World’s first 100% AI generated OTT love series by a brand. 3 million views of The Story Of Us on Disney. Amongst the most view content around Valentine’s day. 4 million earned media. 36 million packs sold, 15% growth. |
| Company Credits: | Ogilvy India |
| Company Credits: | Wavemaker India |
| Company Credits: | ADSMN Interactive Pvt Ltd |
| Company Credits: | Caffeine Films |
| Company Credits: | Hogarth |
| Individual Credits: | Chief Creative Officers, Ogilvy India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak |
| Individual Credits: | President and Head of Office, Mumbai and Kolkata: Hirol Gandhi |
| Individual Credits: | Deputy Chief Strategy Officer, Ogilvy India: Ganapathy Balagopalan |
| Individual Credits: | Executive Creative Director & Copywriter: Akshay Seth |
| Individual Credits: | Executive Vice President, Account Management: Abhijit Dube |
| Individual Credits: | National Head - Creative Technology, Ogilvy India: Rajneesh Bolia |
| Individual Credits: | Group Creative Director: Ganeysh Nayak |
| Individual Credits: | Creative Team: Zaid Warsi, Pooja Daga, Shikha Gala, Shivangi Naik |
| Individual Credits: | Account Management: Parshuram Mendekar, Saee Takalkar, Abhishek Menon |
| Individual Credits: | Creative Technology: Vedant Saxena, Dishant Malik , Vaishali Mange, Pratik Shringi, Manisha Kumari |
| Individual Credits: | Brand Planning: Bhakti Malik, Namrata Nandgiri |
| Individual Credits: | Chief Client Officer & Office Head, West East & North, Wavemaker India: Shekhar Banerjee |
| Individual Credits: | Media Team, Wavemaker India - Naina Shewakramani, Nikhita Arora, Satish Rajamani, Chintan Thakker, Navneet Kabra, Astha Gupta, Rupesh Shah, Krishnaraj Ganesh, Pratik Dawda, Jaimin Doshi, Punit Thakkar, Pooja Patel, Dhaval Pawar, Kshitij Khamkar |
| Individual Credits: | Mondelez India, Vice President, Marketing: Nitin Saini |
| Individual Credits: | Mondelez India, Sr. Director, Marketing: Vikram Karwal |
| Individual Credits: | Mondelez Brand Team: Neha Sadh, Ashwin Chandran, Yukti Malik |
| Individual Credits: | Mondelez Media Team: Anjali Krishnan, Manthan Shah, Yash Desai |
| Individual Credits: | Production House: Caffeine Films, Director: Aarati Desai |
| Individual Credits: | Production House: Hogarth |
